Michel Gondry, Stella Artois, and ‘The Silence of The Lambs’: The Work That Made Tore Frandsen

Tore Frandsen is a Danish director whose work is defined by cinematic restraint, strong storytelling instincts, and a subtle sense of humour. His films feel precise and intentional, built around clear concepts and grounded performances that give even commercial work emotional weight.

His film ‘Helmet Has Always Been a Good Idea’ for the Danish Road Safety Council became one of his most recognised projects, earning top honours, including a Grand Prix at both the Epica Awards and the Clio Awards, Gold at the British Arrows, and recognition at Cannes Lions. The project stands as a defining example of his ability to elevate public service storytelling through craft and clarity.

Beyond that landmark work, Tore has created standout campaigns for brands such as Coca-Cola, Toyota, Carlsberg, Netflix, HBO, and LEGO, consistently bringing a refined visual approach and strong narrative focus to every project.

Tore sat down with LBB to discuss the work of Jonathan Demme, his newest short film, ’A Waste of Life’, as well as his upcoming work.

The ad/music video from my childhood that stays with me…

I remember watching a lot of MTV when I was a kid. My mom wouldn’t let me watch for too long because she believed all the fast cutting was bad for my brain.

There were a lot of really bad music videos in the ’90s, but one stood out: The Chemical Brothers – ‘Let Forever Be’. It was directed by the GOAT, Michel Gondry. I used to do magic when I was a kid, and this video was pure music-video magic. The VHS-style looks just as shitty now as it did back then. I love it.

The ad/music video/game/web platform that made me want to get into the industry…

I’ve always been a film nerd. I love film.

In 2004, I saw Ivan Zachariáš’ Stella Artois ‘Pilot’ ad. The spot is so sharp and so well told in such a short amount of time, and the product is integrated into the story in such a smart way. Gold for young film nerd Tore, and I thought, ‘If I can get paid to do something like that for a living, I’m in’.

The creative work I keep revisiting…

I want to write something cool here, like ‘Crime and Punishment’, or the first release from some obscure ’60s indie band that nobody knows about except me. But, to be honest, the creative work I’ve revisited the most is probably the 1991 Oscar banger, ‘The Silence of the Lambs’. It made a huge impression on me as a kid, and it still works today. The craft, directing, acting, camera work, sound design, editing, and that nice ’90s aesthetic.

Mmm… I’m going to watch it again now.

My first professional project…

After film school, nobody knew who I was, so I just started ringing doorbells.

A Danish energy drink called CULT was intrigued by this young filmmaker who was keen to make a cheap commercial for them. Brian Sørensen, the CEO, said, “I just want the film to go viral.”

Me: ‘Sure thing’.

I looked at YouTube’s most-watched videos. That year, ‘America’s Got Talent’ was at the top of the list. OK. I would make a talent show gone wrong, with the CULT at the centre of the story. But because the budget was tiny, we changed it to ‘Russia’s Got Talent’.

The film ends with one of the contestants getting shot in the face with an arrow. (I was 21 years old and had not yet developed a moral compass). The film went viral because people genuinely believed it was a real Russian talent show.

The piece of work that made me so angry I vowed never to make anything like that…

Hmm. I don’t really like pointing fingers at other people’s work and saying I don’t like it.But generally, I hate, and would never want to make, a commercial that promotes junk food…Unless the idea is good. (Or the directing fee is good).

The piece of work that still makes me jealous…

Luckily for me, I don’t really get jealous. Perhaps because I know how much hard work goes into making a great film. There’s no such thing as a ‘lucky strike’ in filmmaking. Every great film has gone through a long creative process, a lot of preparation, and a crew that fought to make it as good as it could be.

That said, I do hate losing a pitch and then seeing someone else make the film I had in my head – only worse. That makes me angry. And maybe a little jealous.

The creative project that changed my career…

When I made Sennheiser’s ‘The Oracle’, it was the first time I really got to play around with cinematic storytelling on that level. It was my chance to make something like Stella Artois’ ‘Pilot’. I mean, the production was incredibly tough and we had a tiny budget, but I felt such excitement about the film that it made me unstoppable.

After making that film, I knew I had to do more narrative storytelling. It changed my career in the sense that I understood what kind of projects I wanted to fight for, and it helped me get more of them.

The work I’m proudest of…

I tend to look at all the things I would have done differently as soon as I finish a project. So, the easy answer would be my ‘Helmet Viking’ film, because it got millions of views and awards all over the world.

Once you have a few successful ads on your reel, it becomes easier to keep making more. People start asking for you, which feels nice, and producers all over the world help you get the next great film.

So, I’m actually very proud of my newest short film, ‘A Waste of Life’. No one asked me to make it. In fact, I paid money to make it and asked a lot of people for favours.

I think the film itself is good. But what makes me proud is that I made a personal project that means something to me. I encourage all commercial directors to do that once in a while. It feels good.

I was involved in this and it makes me cringe…

When I started making commercials, it was really just me and my film-school buddy, Kasper Wind. We did everything: wrote the script, scouted locations, cast, styling, editing, colour, music – everything.

We were asked to make a commercial for a brand called Vibradom – a condom with a built-in penis ring, which was apparently an attempt to make condoms more interesting. Because the budget was low, I scouted my parents’ house as a location. Sadly, I don’t have a link to the film anymore, but it involved a young couple getting it on on my parents’ sofa.

This film makes me cringe, mostly because I still remember the look in my parents’ eyes when I showed them my new work.

It wasn’t pride.

The recent project I was involved in that excited me the most…

I’m prepping something right now that’s super exciting. I really want to tell you all about it, but it hasn’t even been shot yet, and I’ve signed an NDA. Sorry.

But, I just finished post-production on another job that’s coming out soon. I think I’m allowed to tease that it involves a Stone Age family in a cave, a sculpture and three women in Ancient Greece, and a pirate on a date on a ship. That’s all you’re getting.